Academic Level: 400
Lecture, 6 ECTS Credits (150 hours per semester), 4 hours per week (45 hours per semester)
offered in fall/winter
Lecturer: Prof. Dr. Robert Gabriel, Prof. Dr. Carsten Herbes, Prof. Dr. Iris Ramme
This course cannot be taken together with the following courses: 102-044-IO-02 Sustainability and Risk Management, 101-118-IO-01 Sustainability Performance Management & Reporting and 204-035-IO-01 Sustainability Management
Sustainability has become a key influencing factor for business success. This is especially relevant for the marketing function of organisations, due to the changing awareness and preferences of consumers, businesses and the society in general. In this module, the students understand how the megatrend sustainability impacts marketing strategy and execution. They learn about the sustainability drivers that impact business performance today, and how sustainability needs to be integrated in the corporate strategy & business model in order to enable credible and sustainable market success. Further, the course provides knowledge and skills in consumer preferences, decision making of corporate customers and market research in the context of sustainable products, services and brands. The students understand how companies can successfully integrate the sustainability dimension in the 4 Ps of Marketing - Product, Placement, Pricing, Promotion - and what guidance companies should follow to execute their marketing activities in a sustainable manner. The industry experience of the lecturers is complemented by guest speakers from industry, field trips and case studies, to ensure that the students acquire knowledge and methods with high practical relevance and applicability. At the end of the course, the students are capable to design and implement a marketing approach in companies that allows for sustainable - meaning future-proof as well as responsible - business success. Part I: Why sustainability? Sustainability drivers and their impact on marketing and business, supported by the learning project "Climate interactive" (simulation and roleplay). Part II: Strategies and business model, How sustainability and corporate strategy must be aligned for sustainable business models in order for sustainability marketing strategies to deliver their value (instead of creating a greenwashing risk) Part III: Preferences and market research, understanding customer preferences as well as other specific issues of market research in the context of sustainability Part IV: Sustainable marketing execution (4 Ps), What it means to integrate the sustainability dimension in marketing execution, across the areas product, placement, pricing and promotion. This includes a part about sustainability in marketing operations.
Assessment: Written exam, coursework project (presentation,paper)
Prerequisite: Basic knowledge in Marketing